W.M. Wadman 
Variable Quality in Consumer Theory [PDF ebook] 
Towards a Dynamic Microeconomic Theory of the Consumer

Examines consumer decision-making on products and services of variable quality at the level of retail markets. Addresses for the first time consumer-producer interaction at the level of the individual consumer; issues of quality, consumption experience, and willingness-to-pay, as exhibited by individual consumers; and how these issues affect the decision-making process.